A QUALITATIVE ANALYSIS OF CONSUMER REPEATED PURCHASE BEHAVIOUR OF GRILL HOUSE MDC

Abstract

A repeat purchase is the act of repurchasing the same product or brand purchased earlier. These are often based on routine, habitual buying decisions, where the search for information around these purchases becomes limited over time. Consumer repeat purchase behavior can be influence by many factors whether it is because internal factors or external factors, it takes process to the company or some business to have a customer who purchase product repeatedly, especially for food business industry or those who wants or have a business of selling food. This research aims to know how is the Consumer Repeated Purchase Behavior of Grill House Mdc? What are the factors that drive Consumer Repeated Purchased Behavior on Customers of Grill House Mdc. In order to know this research using qualitative method, in-depth interview with 20 informants. To analyze the data this research uses several indicators which are Relationship Intimacy & Trust, Consumer Satisfaction, Quality of Service, Quality of Product, Pricing, and Consumer Needs. The results shows  that Repeated purchased behavior comes and occur naturally when the customer of Grill House Mdc and Grill House Mdc having a very good relationship and the service and the product, all the responses from the informants is positive, all the informant 1-20 are very satisfy with the existence of Grill House Mdc.

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Keywords: repeat purchase, customer satisfaction